从文化价值观角度分析中西方化妆品广告中的体态语
发布时间：2019-05-17 17:24
【摘要】：以往对于广告的跨文化研究相对宽泛，而且侧重于文化价值观的对比，缺少对体态语的研究。 为了补充中国广告领域的跨文化研究，本文采用频次分析和内容分析相结合的研究方法，从文化价值观的角度，对中西方化妆品广告中的体态语进行分析，并深入阐述其文化内涵。 本研究发现，在中国化妆品广告中，面部表情、身体姿势和体触等体态语使用较为频繁；中国传统的文化价值因素，，如家庭、美观、欢迎度等在广告中的影响程度不断减弱，而西方文化价值因素，如冒险刺激、个性化、独特性、愉悦性，甚至是性等因素越来越多地渗入到中国的化妆品广告中来。 由此可推测，中国化妆品广告短期内发展的新趋势表现为：在保留中国主要文化价值因素的前提下，表现风格会更多地吸纳西方的文化价值因素，逐渐形成“中西合璧”的表现形式。全球化是产生这一趋势的主要原因，在全球化过程中产生了文化融合及文化适应现象，这是产生此趋势的文化根源。
[Abstract]:In the past, the cross-cultural research on the advertisement is relatively broad and focuses on the comparison of the cultural values, and lacks the study of the body language. In order to supplement the cross-cultural research in the field of advertising in China, this paper uses the method of frequency analysis and content analysis to analyze the body language in the advertisement of Chinese and western cosmetics from the angle of the cultural values, and expounds the culture of the culture. The study found that in Chinese cosmetic advertising, the use of facial expressions, body posture and body touch is more frequent; the influence of Chinese traditional cultural value factors, such as family, beauty, popularity and so on in the advertisement, has been weakened, while the western cultural value Value factors, such as risk-taking, individuation, uniqueness, pleasure, and even sex, are increasingly penetrating into China's cosmetics On the premise of retaining the main cultural value of China, the performance style will absorb the western cultural value more and gradually form the "the combination of Chinese and Western". Globalization is the main cause of this trend, and cultural integration and cultural adaptation have been created in the process of globalization, which is the trend
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H026.3
本文编号：2479284
[Abstract]:In the past, the cross-cultural research on the advertisement is relatively broad and focuses on the comparison of the cultural values, and lacks the study of the body language. In order to supplement the cross-cultural research in the field of advertising in China, this paper uses the method of frequency analysis and content analysis to analyze the body language in the advertisement of Chinese and western cosmetics from the angle of the cultural values, and expounds the culture of the culture. The study found that in Chinese cosmetic advertising, the use of facial expressions, body posture and body touch is more frequent; the influence of Chinese traditional cultural value factors, such as family, beauty, popularity and so on in the advertisement, has been weakened, while the western cultural value Value factors, such as risk-taking, individuation, uniqueness, pleasure, and even sex, are increasingly penetrating into China's cosmetics On the premise of retaining the main cultural value of China, the performance style will absorb the western cultural value more and gradually form the "the combination of Chinese and Western". Globalization is the main cause of this trend, and cultural integration and cultural adaptation have been created in the process of globalization, which is the trend
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H026.3
【参考文献】
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本文编号：2479284
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